New brands, Iraa and Coccoon promise natural extracts sourced from Korea to Australia

From pine mushroom to paper mulberry and Japanese Camelia, the ingredients that go into the making of personal care products from new labels Iraa and Coccoon sure sound exotic. The home-grown brands, from Em and Em Personal Care, were launched at an event earlier this week. “While Iraa is an aspirational brand, Coccoon is more premium. It’s on par with Vichy’s or Estée Lauder, but at a much better price,” says CEO, Nanda Asudani.

However, there’s one common factor that gives the two brands their edge, and that’s the use of natural extracts, flown in from all across the world. Apart from their use of natural ingredients, the beauty experts have also been mindful of time-strapped young women, by creating products that have multiple benefits. “Take the Eternal Youth Smart Regime from Coccoon for instance. It has an all-in-one smart cream — it can be used as a day cream, a moisturiser, sunscreen, BB cream, CC cream and it also repairs fine lines,” explains Nanda.

The Eternal Youth Night Serum is made with kakadu plum sourced from the mountains of Australia. The plum is said to contain 100 times more vitamin C than an orange and so works as a powerful antioxidant. Other exotic ingredients used include cauliflower mushroom in their Instashield Photoageing Cream and purple shamrock used in their Instarepair Multi Action Night Cream, among others. From Jeju islands in South Korea, the former is said to reverse sun damage, improve elasticity and boost collagen, while the latter, from Brazil, helps brighten skin and reduce dark spots. Currently available in 10 Health & Glow outlets in the city, Nanda plans to set up a flagship store by 2018.